COVID-19 Has Impacted Influence, But It Hasn't Killed It

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As Americans face growing unemployment, economic uncertainty and are still for the most part stuck at home – at least if they’re following recommended guidelines or even state mandated orders – many probably are doing a lot of online browsing. Toilet paper, frozen pizza, board games, yoga mats and yeast remain in hot demand, but the same isn’t being seen for glamour products.

Despite the shifting trends in what people are buying due to the COVID-19 pandemic, it would be way too early to suggest that social media influencers still aren’t able to promote products and build brand awareness. In fact, now could be the time for some brands to get on the influencer band wagon.

Here is where there is an opportunity for smaller influencers to stand out.

“In these unprecedented times, it’s actually more relevant than ever to tell real stories from real people,” said Ryan Detert, CEO of Influential.

“‘Influencers’ have a wide-ranging definition– there is everything from hometown heroes with 5,000 followers that influence their small town, to mega influencers that have tens of millions of followers and the one unifying factor is that all of their audiences are currently at home and want to be either informed or entertained by the influencers that they connect with on social media,” added Detert.

Changing Influence

Before the coronavirus outbreak completely up-ended the country, Linqia’s fourth annual State of Influencer Marketing Report found that 78% of marketers would consider working with micro-influencers this year, and that 57% of marketers had plans to increase their budgets for social media influencer marketing.

While the findings would likely look at least a bit different were the report to come out today, the fact remains that influence hasn’t completely gone away on social media.

“The role of influencers has only grown during COVID-19,” added Detert.

“Before the crisis ever occurred, influencers already worked from home and were able to quickly produce self-made content, so they are perfectly positioned to act on behalf of brands to get a message out at scale,” he noted. “Micro and nano influencers have increased their profile during these times, by being able to relate to their audience and speak through the lens of what people are seeing and feeling right now.”

The other thing to come about from the coronavirus pandemic is that it isn’t just about fashion, shopping and brands. YouTube, Facebook and Instagram are where people are increasingly turning for advice. This has included everything from cutting hair to staying fit.

Likewise, social media – despite concerns that misinformation continues to spread – is where medical advice can be found, as well as general information on how to stay safe during this outbreak.

“A new crop of influencers, like medical professionals, grocers, delivery people, and others on the front lines, are groups that people want to follow and hear from during the crisis,” explained Detert. “Influencers are also lending their influence to charitable efforts to help disseminate information and drive donations to WHO, CDC, and other COVID-19 funds. Our company is actually in the midst of a campaign where influencers are helping to raise money for WHO’s COVID-19 Solidarity Response Fund.”

Preparing For Reopening Of America

While the calls to social distance continue on social media, so too do the calls to “reopen” America and to get people back to work, but whether this happens sooner or later, it could be a good time for influencers.

“Through the crisis, influencers’ audiences have become more engaged with higher attention metrics than ever before,” added Detert.

“Also, while there will be some verticals pushing their marketing efforts out further in the year, due to financial hardship, there will be many others who will be doubling down on their budgets,” he noted. “The new normal will include varying degrees of social distancing for the foreseeable future. Consumption content on how to cope and thrive during COVID will be more relevant than ever to consumers. And brands will continue to integrate with trusted voices to stay relevant with all of these new behaviors.”

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